adidas purchased reebok and 2006 for $3.8 billion, then in 2010, began a turnaround to reposition it a fitness brand by signing a partnership with crossfit. reebok today is the one unit that remains unprofitable. still, adidas says it is committed to the future of reebok, and moved its headquarters from the boston suburbs to downtown this year. >> the spirit of the company has changed dramatically. we were always an established shoe brand. excitement ofhe this district has the place feeling like a startup. >> it does "feel like a startup," breathing new life into the classic white leather sneaker. joining us to discuss reebok's strategy, matt: tool, reebok president -- matt o 'toole, reebok president. >> i think one of the things we wanted to do is change the dynamic we were in by moving into the city. we moved into the heart of a thriving innovation district in boston. we occupy 25% of a one million square-foot facility. the rest of the building houses 128 startups. our goal has been to inject life through innovation and connecting with the amazing things happening in boston now. >>